Abstract
This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.
Highlights
Online shopping is a viable preference for consumers as the Internet has become an essential tool for communication and business worldwide
Data were collected using the purposive sampling method through a web-based survey that was broadcasted for four weeks to a group of 700 respondents living in Sabah, Malaysia, in February 2020
The Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach was executed by assessing the measurement model and the structural model
Summary
Online shopping is a viable preference for consumers as the Internet has become an essential tool for communication and business worldwide. The Internet World Stats (2020) reported that there were almost 4.57 billion active Internet users as of April 2020, which account for 59% of the global population. E-commerce saves time, saves money, offer convenience to product distribution, shipping, purchasing, and trading, as well as two-way consumer-market interactions (Kuswanto et al, 2019). The most exciting thing about all of this is that many of those opportunities are still largely untapped by large e-commerce firms (Andrew, 2020). The cultural environment of individuals is found to have a significant impact on one’s values, beliefs, and attitudes (Groysberg et al, 2018; Kire & Rajkumar, 2017). The results of Hofstede’s research have long been supported by numerous studies in various disciplines
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